73% of marketers to spend more on influencers over next year

An overview of influencer marketing plans over the next 12 months in Germany, the UK and the US.

Three-quarters (73%) of marketers are allocating a greater proportion of their resources to influencer marketing than they were a year ago, according to a survey in Germany, the UK and the US by influencer marketing company Takumi.

This comes at a time of steep advertising budget cuts – WARC Data forecasts global advertising spend to fall by 8.1% this year, though social advertising is projected to grow by 9.8%. Additional data show that influencer budgets were cut by 22%in the first half of 2020, a softer rate than more established media like TV....

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